Sr. Director, Data & Analytics

minded

Boston, MA

current - 2021

• Responsible for all data related activity and teams, including analysis, business intelligence & data engineering. Highlights include:
• Worked closely with founders to understand key metrics to grow and guide business and help secure $25M seed round funding.
• Managed various staff and vendors for building and operating Hipaa compliant data stack for all reporting, analysis and automation needs. Tools included: Looker, Hightouch, dbt, Snowplow, Fivetran, Redash, Redshift & hex.tech.

Director of Global Marketing Analytics

CBRE

Boston, MA

2021 - 2019

• Partnered with head of Global Marketing on measurement strategy for launch of global rebranding and website redesign.
• Overhauled MarTech stack and grew marketing analytics team to better align with CBRE’s new digital vision. Tooling included: Domo, SFDC, Google Analytics 360, FiveTran, Segment & BigQuery.
• Oversaw analytics practice for hana, CBRE’s agile workplace startup, including identifying new marketing opportunities and modeling demand and yield scenarios.

Head of Analytics

ofo

Boston, MA

2018 - 2018

• Launched ofo’s north american analytics Center of Excellence; established marketing, product and operations analytics teams. Highlights include:
• Liased with central analytics team in China on adapting data pipeline and infrastructure for US based business.
• Delivered insights to all levels of org as business scaled at 100%+ MoM growth.

Director, Marketing Analytics & Insights

Cengage Learning

Boston, MA

2018 - 2017

• Led team of analysts supporting Marketing & Strategy Groups for Cengage’s B2B & B2C businesses. Highlights include:
• Developed KPI hierarchy to align measurement strategy and report/dashboard focus with Cengage digital first pivot.
• Partnered with Data Delivery Services team to create marketing datamart, reducing lag time to data access by up to 90%.
• Delivered insights to senior Strategy team to validate Cengage Unlimited product launch, including ROI forecasts and customer segmentation groups for targeted messaging.

Customer Analytics & Insights Manager

Zipcar

Boston, MA

2017 - 2015

• Led Customer Analytics & Insights for Americas. Highlights include:
• Transformed insight delivery from manual spreadsheets to automated visualization platform using Tableau & RStudio Connect across the org.
• Built segmentation models to understand how cohorts engaged with Zipcar, resulting in marketing spend optimization and increased utilization and adoption.
• Introduced Customer Lifetime Value and Attrition models used by customer service and marketing intervention programs, helping prevent loss of 7% of MRR.

Marketing Analytics Manager

EF Tours

Cambridge, MA

2015 - 2011

• Owner of analytics and measurement strategy for EF’s Educational Tours & related business lines. Highlights include:
• Launched new classification model that improved forecasts for long-term business relationship potential for over 50,000 U.S. organizations.
• Instilled lean analytics framework, resulting in robust testing platform that saw a 12% increase in website conversions.
• Build forecasting model leading to a 14% savings from reduced operating overhead as part of inventory management-based strategy.

Previous Experiences

N/A

Various

2001 - 1995

• Web Analytics Manager, PGI | Analytics Lead, FMER | Tech Marketing Mgr, Avaya | IT Specialist, IBM

M.S., Predictive Analytics

Northwestern University

Evanston, IL

2015 - 2013

B.S.B.A., CIS & Economics

Bryant University

Smithfield, RI

1995 - 1991